A marketing channel is an organized set of activities, people, and companies that are required to move the ownership of products from the point of manufacture to the point of ultimate consumption. It's the means by which products reach the customer, the consumer, and is also sometimes referred to as a supply chain channel. Marketing channels allow customers to get products that they need or want in the most efficient way possible. These channels can include direct sales outlets, franchised distribution channels, manufacturers' outlets, or online retail stores.
Retail channels typically include department stores, pharmacies, supermarkets, drugstores, grocery chains, and convenience stores. Department stores generally provide a high volume retail outlet for products that the customer will be looking to purchase at a store. Pharmacies are used to provide customers with the ability to purchase drugs such as insulin, steroids, antihistamines, and pain relievers. And groceries generally have a high volume of products that are only available in a certain area or at a specific time of day.
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Franchised distribution channels allow businesses to get products delivered directly to their consumers without them having to pay a retailer for the service. Franchises are often established for business owners who don't want to maintain a physical store location. Franchisors make their money by paying suppliers and other fees. This type of channel has several advantages over a retailer who doesn't have franchising as a source of income.
An online retail store has more flexibility than a regular brick and mortar store, and the ability to do business day and night. Since online shoppers are more likely to be traveling around and being active on the web, companies that offer an online shopping site can make their products more readily available to customers. The company must also provide the tools to create and maintain effective sales funnel, which allows people to interact with the product. Sales are made when customers make purchases based on what they're searching for. The funnel creates a flow where the shopper will go through an initial research phase, a product-discounting phase, an introductory period, and then finally a final sale phase.
Online retail stores can also make use of the power of technology to help them reach out to customers. The internet and social media are extremely popular ways to advertise products and promote services and brands. Customers who shop online may be exposed to more offers than if they were to an actual retail outlet, which will provide them with more opportunities to shop for more products and make more purchases.
Ultimately, each company is responsible for creating the final decision regarding which marketing channels are needed. For example, some businesses choose to work with a manufacturer's outlet because they offer the opportunity to work with a familiar brand name. Others choose to purchase the services of a franchised outlet, because the company is trusted by consumers. A company that buys the services of a manufacturer will not have the added pressure of dealing with a distributor, but instead will simply offer the services and products that the manufacturer provides, saving them both time and money.
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